It is said that 200,000 people can enjoy cross-country fun. Is Tank 300 really a hard-core or an "appearance party"?

2020 is the first year of great changes in the brand marketing route of Great Wall Motor. If you define Great Wall Motor with the concept of humanized design commonly used in the entertainment circle, you will find that it has been constantly subverting its humanized design, jumping repeatedly between humor, dignity and wildness, leaving you completely confused.

For example, this year Great Wall Motor dedicated a famous Harvard "big dog"; For example, Euler's "Good Cat" is popular in the "celebrity social circle"; And then only tens of thousands of orders were released in advance? Tank 300, from the name to the core, is completely different from the past and has a deep memory. Tank 300 is also the last blockbuster for Great Wall Motor to enter the SUV market this year.

Last night, it was officially listed in Beijing. Three models were officially launched, and the prices were 175800 yuan, 195800 yuan and 2 13800 yuan respectively, which was almost the same as the pre-sale price announced at the Guangzhou Auto Show earlier.

1.？ Why is it called tank 300?

Tank 300 belongs to WEY, a high-end brand of Great Wall Motor. Its Chinese name is "Weipai" and it is named after the surname of Wei Jianjun, the founder of Great Wall Motor. In the past, WEY's products were VV5, VV6 and VV7, all of which were named by letters and numbers. The launch of the "Tank 300" code name is naturally to strengthen its excellent off-road performance.

After all, in the public's cognition, the tank is the king of the land and can climb mountains and mountains. As for the meaning of 300, the official explanation is as follows: 3 stands for "three locks" and two zeros stand for "zero foundation" and "zero threshold".

At present, the "three locks" can only be seen on real hard-core off-road vehicles. Among the domestic vehicles, only some loading vehicles of Dongfeng are available for military use. Of course, BJ40, which is often compared with tank 300 recently, does not have these three locks. However, the tank 300 only has the top version, that is, 265,438+0.38 million conquerors are fully armed, and the lower-priced version can be done if you want, but you have to add money.

However, it is not enough to have a lock, you have to use it flexibly! This is about the "0 foundation" and "0 threshold" of the tank 300. The tank 300 is equipped with a non-loaded body and nine driving modes, among which the "crawling mode" can automatically match the driving mode and power ratio, reducing the difficulty of handling under complex road conditions, which is equivalent to automatic driving in the off-road field.

Motivation is also important. Compared with the self-priming engine used by the joint venture brand, Great Wall comes with 2.0T turbocharging, and the peak power torque reaches 387 Nm. With ZF 8AT gearbox, the whole system comes standard with part-time 4wd. In terms of pricing, there should be no suspense in the explosion.

2.？ Mainly off-road? The truth is not necessarily!

However, although the Great Wall strongly emphasizes the off-road performance of the tank 300 in the product stage, you must also admit that such products are not attractive enough for real off-road players. Therefore, in terms of marketing, Great Wall also has a clear understanding, focusing on off-road and looking for more advanced product demands. The key word found by tank 300 is "freedom".

Compared with some real hard-core off-road vehicles, you can also find that the tank 300 is more careful in styling design. The orange body, the retro front face, the shape of the square box and the small schoolbag on the back can all be evaluated as fashion.

When it comes to interiors, the sense of exquisiteness is even stronger. Leather-wrapped seats and door panels, metal-wrapped turbine air-conditioning vents, 12.3-inch digital instruments with dual screens, and oversized touch screens, you may understand why one-third of the pre-sale orders come from women, which is not contrary to the product positioning of Tank 300.

In fact, the Great Wall spared no effort to emphasize this attribute. No matter at the Guangzhou Auto Show or at the listing conference, it specially held a special session for women. To put it mildly, it perfectly matched the travel needs of female car owners with the attitude of "rigid and flexible without boundaries and definition" and provided women with diversified car choices. This is a marketing and a strategy.

After all, cross-country is still a niche. Using off-road to give products more value and significance, and make niche products become the choice of the public, which is more meaningful for market development.

3.？ What does Tank 300 mean to the market?

Based on the above two points, it is not difficult to see that Tank 300 is of groundbreaking significance for Great Wall Motor, which has opened up the domestic off-road SUV market. The SUV market is gradually saturated, which is a commonplace topic in China automobile market. Great Wall Motor, as a veteran independent focusing on SUV models, has been exploring more attempts inside and outside SUVs. For example, the Great Wall Gun launched last year is a product to tap the potential of the domestic pickup truck market.

In the field of SUV, off-road is a difficult problem that must be overcome. Although Haval has already launched a hard-core off-road model of Haval H9 before, the Great Wall Gun has also launched a targeted off-road version, but the former is not really out of the loop because of its price and positioning, and the latter is not topical because of its small audience. Tank 300 not only focuses on off-road, but also locates in compact SUV. Coupled with pricing and fashionable appearance, it is topical enough.

Although the tank 300 is not pure, it is undeniable that with the help of the tank 300, more people know that Great Wall Motor also has the choice of hard-core off-road models. This is the level of brand demand, but the Great Wall still wants to sell. The price of Tank 300 is17.58-213,800 yuan, which enters the pricing range of joint venture brand compact SUV and can directly compete with CR-V, RAV4, Qi Jun and other models. However, these competitors only stay at the level of urban SUVs, and the tank 300 can barely compete with it by configuration.

And in terms of the final selling price, Great Wall is also full of confidence in the sales performance of the terminal. After all, it is common sense that the listing price of domestic models will be lower than the pre-sale price, and the confidence that the price of tank 300 is firm may also come from market feedback.

Written in the last words:

Generally speaking, Tank 300 is a model that shoulders both sales and brand promotion tasks. But matching, whether in product performance or marketing packaging, tank 300 is really explosive. However, the specific sales volume after listing is actually in suspense. After all, it will take time to test the strength of competitiveness only by the demand of off-road niche or the concept of pan-fashion.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.